A marketing content writer is a great asset to any business website. Some site owners make the mistake of using freelance writers who have no knowledge of business and content marketing per se.
The simple fact is that your website content, even if it's purely informative, all serves a role in your marketing. In fact, informative content is a huge part of online marketing these days.
Your writer needs to understand what each element of your content is intended to achieve, from a marketing perspective.
Many offline businesses simply use their website as an online brochure, which they can direct traffic to from offline advertising campaigns. This approach requires extremely delicate attention to detail, as these sites tend to be small and concise.
A marketing writer needs to be capable of developing a distinct identity for your business within the important pages of your site, such as the "About Us" page. The way you present your company values and mission statement is also important.
If you're providing useful information on your website, it needs to serve several functions. One obviously is generating traffic from the search engines - but equally important is establishing your personal authority as an expert, or your business position as a market leader.
On the Internet, the trust and credibility built by your website content is crucial to making sales. People want confirmation that your information is authoritative, and that's largely determined by the quality of the informative content you provide and the credentials and testimonials you have to back it up.
Average businesses don't generate word of mouth and referrals. Great businesses do. Whether your customers and prospects classify you as 'average' or 'great' is tied up largely to the way you present yourself in your marketing, and more importantly how well your service or products meet the standards set by that marketing.
Great content marketing combined with great people and great business processes is the formula for creating a lot of word of mouth buzz around your business.
The massive popularity of social media websites like Facebook should be considered "writing on the wall" for businesses - the way customers engage with products and services has changed, and it will only continue to change more as time passes.
The entire business world is reaching a point where if your website isn't operating effectively, you're missing out on engaging a huge portion of your market - perhaps even the majority, depending on your industry.
People are sick and tired of being blasted with TV ads screaming "love my brand" or "buy me" - but the same company or product discovered through a Google search can take on a whole new appeal.
The Internet has created possibilities for deeper interactivity and engagement in marketing - and user trends are indicating that's exactly what people want. In other words, the game has changed.
The art of a marketing content writer is to take people all the way along the sales funnel, from reader to lead to first-time buyer to life-long customer who can't stop recommending you to friends. This involves a process of pre-selling, trust-building and establishment of you and your business as a reputable authority.
These are the goals a good content marketing writer can achieve for you. Contact Us today to discuss hiring a writer who can help you achieve your online marketing aims.
Author: Tom McSherry
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